Entertainment

VW's Sequel to 'The Force' Super Bowl Ad Features Dog, Vader [VIDEO]

A chubby dog gets in shape to chase a Beetle in Volkswagen's long-awaited sequel to its "The Force" Super Bowl ad from last year. And don't worry, there's a shout out to Star Wars as well.

Mark Hunter, CCO of Deutsch LA, which created "The Force" and the new ad, "The Dog Strikes Back," acknowledges that the former ad was a tough act to follow. "The pressure is on because we did that great ad," he says. "We don't mind. That's what we're in this business for."

Hunter jokes that the Deutsch team went to work on the new ad shortly after the whistle blew in the 2011 Super Bowl. Actually, work began in earnest about six months ago. Over that time, the agency went through many, many concepts. "I would be surprised if the raw number of script ideas was less than 200," he says.

One of the challenges was to somehow work in a Star Wars reference. Hunter says the online Star Wars community is one of the reasons that last year's ad caught on. One major difference is that most advertisers are dropping their complete ads before the big game. Last year, VW was among a more select group.

The timing, however, is the same: The Wednesday before the big game. Within a day, the video had received more than 150,000 views. However, VW's teaser for this latest ad, "The Bark Side," already has racked up 10 million views since hitting YouTube Jan. 18.

Does "Dog Strikes Back" live up to the hype? Sound off in the comments.

Most-Shared Super Bowl Ads

1. "The Bark Side" (Vokswagen)

Not surprisingly, the sequel to the most-shared ad of last year's Super Bowl, and of all of 2011 for that matter, is leading the pack this year. Volkswagen released this video last week showing dogs barking to the tune of Star Wars's "The Imperial March." So does that mean there will be dogs in this year's ad? More Star Wars? We'll know soon enough.

3. "Official Trailer" (Act of Valor)

This trailer, for an upcoming movie based on the Navy Seals, had a head start on the competition, launching back in October.

4. "Vampire Party" (Audi)

They're young. They're hot. They're vampires. They're toast.

5. "Make Your Own" (Doritos)

The most-shared ad so far in Doritos' "Crash the Super Bowl" contest features a guy outlining how to make Doritos. It's safe to say Ron Paul won't like this ad.

6. "Matthew's Day Off -- Extended Version" (Honda)

For those who can't get enough of the concept, this ad runs 2 minutes, 20 seconds, more than twice as long as the ad that will run during the game.

7. "Bird of Prey" (Doritos)

In this bizarre/annoying ad, a guy turns into a bird of prey when he wants Doritos

8. "Priceline Negotiator's Last Deal" (Priceline)

It's not often an ad can make you cry, and this one won't either. But it is kind of sad that Priceline is dumping William Shatner as its spokesman. The timing is good, though, for setting up a new creative motif in the Super Bowl.

9. "Sled" (Suzuki)

A familiar domestic scene -- a wife questioning her husband's big-ticket purchase -- played out in a tundra-esque landscape.

10. "Man's Best Friend" (Doritos)

Dogs and cats: Can't they all just get along? Apparently not.

11. "Hot Wild Girls" (Doritos)

A magic phone with a Siri-like feature makes a Siri-like mistake.

12. "Sling Baby" (Doritos)

Slapstick with an Italian opera song as a soundtrack? Must be another Doritos ad.

13. "Happy Grad" (Chevrolet)

In a case of mistaken identity, a high school grad thinks the neighbor's car is his graduation present.

14. "New E*Trade Baby: Best Man" (E*Trade)

E*Trade Baby offers some prudent advice to a prospective groom.

15. "Sneak Peek" (Skechers)

Mr. Quiggly, a French bulldog, is ready to race with the greyhounds thanks to a pair of Skechers.

16. "Dog Park" (Doritos)

Slapstick, people acting like animals and Italian opera (the second appearance for Rossini's "Il Barbiere di Siviiglia")? Must be a Dorito's ad.

17. "Next Big Thing" (Samsung)

Samsung hopes to throw Apple off its game with a Super Bowl attack on iPhone fanboys, if this teaser is any indication.

18. "Daylight" (Audi)

A promo for Audi's "Vampire Party" ad gives away the punchline.

19. "Operation C21 Super Bowl - Ask the Competition" (Century 21)

Cube-dweller at Century 21 is so curious about his company's ad that he visits the competition to see what they're planning. They're not planning any, which just underscores how awesome Century 21 is.

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